Challenge
In early 2020, we were asked to develop a visual identity that would bring together the French Olympic and Paralympic teams for the first time in history. One identity, one emblem, one winning spirit. Our clients, the French Paralympic and Sports Committee, the French National and Olympic Sports Committee, and the Organising Committee for the Olympic Games wanted to inspire and excite athletes, and win fan approval through merchandise and souvenir sales.
Solution
Using the rooster as our inspiration – a symbol synonymous with French sporting prowess – we developed a brand brimming with rebellion: less grace, more firepower. Facing forward with its head down, the rooster’s position denotes the bold spirit shared by the French Olympic and Paralympic teams; at its heart, it splits in two, becoming at once a mask for athletes and fans, and conveying a shared passion and purpose.
‘Facing Victory’ became the team’s new motto, while semantic, typographic and iconographic language helps convey the fire and passion of the French teams. The type is rugged and powerful – boldly demanding attention from spectators and competitors alike.
Impact
The French teams’ identity has been rolled out across all touchpoints, from sportswear, digital and social to merchandising, venues and ticketing. The work won an Honourable Mention at the Creative Review 2024 Awards.
